New research reveals both ‘plant-based’ and ‘vegan’ labelling of food are putting shoppers off purchasing greener options, including vegans.
The research of 2,007 UK adults commissioned by food challenger brand, JULIENNE BRUNO®, shows two fifths (39%) of UK adults want more planet friendly food, however are put off by labels. In fact, ‘plant-based’ food labelling has become more deterrent than the term ‘vegan’ with two in five (37%) now disliking the term compared to just under a third (32%) for ‘vegan’. Even 37% of vegans dislike the term ‘plant-based’.
Despite reports of retailers consolidating plant-based meat ranges, three quarters (74%) do not think the plant-based boom is over with half (45%) admitting they think it’s just become more mainstream. Indicating plant-based dairy may not be set for the same fate, a quarter (24%) of shoppers say they prefer plant-based dairy over plant-based meat, and two fifths (40%) want more cheese alternatives in supermarkets.
In fact, two in five (43%) would prefer plant-based cheese to taste good rather than imitate its dairy counterpart.
With the Climate Change Committee, an independent body advising the UK government, recommending a 20% reduction in meat and dairy consumption by 20301, the research reveals almost a third (29%) are actively eating less dairy cheese, including 40% of Gen Z and 20% of the over 55s.
Axel Katalan, founder of Julienne Bruno, which uniquely doesn’t label its dairy free cheeses as ‘plant-based’ or ‘vegan’ comments: “Being labelled as plant-based isn’t a unique selling point. The research indicates shoppers want their food to be original, taste good and offer quality produce regardless of whether it’s vegan and this could be key to getting more shoppers to eat more sustainably. With vegans even being put off ‘plant-based’ labelling, I think it’s time for a shift in how we talk about and label food.”
The findings come as a new study by Massachusetts Institute of Technology Media Lab found meat eaters were significantly less likely to opt for vegetarian and vegan menu options when they were labelled as such. When there were no labels, about 10 per cent more people opted for a vegetarian or vegan meal2.
